(eBook PDF) Essentials of Marketing Research 7th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0357033930
- ISBN-13 : 978-0357033937
- Author: Barry J. Babin
Table contents:
- The role of marketing research
- Data mining procedures and knowledge systems
- The marketing research process
- The human side of marketing research: organizational and ethical issues
- Qualitative research
- Secondary data research in a digital age
- Survey research
- Observation
- Conducting marketing experiments
- Measurement and attitude scaling
- Questionnaire design
- Sampling designs and sampling procedures
- Reviewing statistical theory and determining sample size
- Basic data analysis
- Testing for differences between groups and for relationships among variables
- Communicating research results
- Say it ain’t so! Is this the real thing?
- TABH, INC., Automotive Consulting
- Knowing the way
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